2008 – 2010:
Do you know the difference between online campaign artwork and digital design? After 6 years I decided to take a break and go back to interaction design as a freelancer. It became clear that advertising agencies were struggling to accommodate digital design thinking and focused on DM artwork instead. Although the work was too granular and campaign driven, I benefited greatly from working with creative directors of the highest caliber.
After I left AO, I was burnt out. I wanted to freelance, work 9 – 5, rediscover my love for design. But in the time that I had been off the market, designers had become artworkers, no longer developing or designing in the browser, churning out every page of a design with IAs (not experience designers) instructing them on how to put a digital flow and layout together. To make matters worse, advertising agencies were asking their concepting teams to do all of the digital thinking.
It was a brand new digital world and designers were not the beneficiaries, so I lasted 2 years creating digital campaigns before I turned my back on visual design and got back to designing experiences again. However, the time I spent working with world class creative directors sharpened my standards and disciplined my creative thinking.